For online marketers like us, we are all too familiar with using utm parameters on our campaigns. Recently, a number of our app install clients have been asking about both GBRAID and WBRAID parameters.
These parameters have been created to comply with Apple’s post-iOS 14 privacy policy. Essentially they don’t track on an individual level but model out the data to calculate an overall conversion number. This complies with Apple’s ATT Framework.
GBRAID is used for app-to-app scenarios while WBRAID is web-to-app.
Modelled Conversions Versus the Data Absolutists
As marketing professionals, we are used to some degree of ambiguity. We can’t drop GA tracking code into someone’s brain (well not right now perhaps in future…). However, many of our colleagues at the C-suite or VP level are not. I call these the data absolutists. These professionals have a serious case of Dunning-Krueger when it comes to measuring and interpreting marketing data.
These executives have an innate distrust of marketing and usually reside in the operations or finance departments. They are monochrome in their understanding of marketing data. Many have been unaware that due to cookie/ad blockers much of their marketing reports have been inaccurate for years. The same absolutists would like to attribute zero marketing credit to “Direct” conversions. Yet, in reality, “Direct” or as I like to say “dis-intermediated” conversions are the marketer’s dream.
However, these “direct” conversions consist of actions taken as a result of an Above-The-Line strategy and non-tracked B-T-L or direct response conversions.
However, now we are faced by a world which models sales, registrations and other conversions. These will not be individually trackable.
Ironically, these modelled conversions will be more accurate than the current “click” or “view-through” conversions utilised by most businesses.
Conclusion
All in all, GBRAID and WBRAID are early steps moving towards a modelled conversion world for digital marketers. In my opinion, results from modelled conversions will better represent reality than traditional approaches that give the illusion of accuracy but ignore the high number of ad and cookie blockers used.
Ultimately, the data absolutists will have to get on board. They simply will have no other option.
FAQs
What is the difference between GBRAID and WBRAID?
In summary, GBRAID is for app-to-app tracking while WBRAID is for web-to-app tracking.
Why should you use GBRAID and WBRAID parameters?
To track campaigns through iOS surfaces.
